Actitudes de hombres y mujeres hacia el consumo de alimentos ecológicos. Estudio de un caso español
Resumen
El estudio del comportamiento del consumidor de alimentos en general, y de ecológicos en particular, se revela como el elemento clave en la empresa agroalimentaria en su estrategia de acomodar su oferta a las necesidades y deseos de los consumidores. Dentro del estudio del comportamiento del consumidor de alimentos ecológicos, distintos trabajos sugieren la existencia de diferencias entre hombres y mujeres en sus preferencias, compra, consumo y disposición al pago. En este sentido, con el objetivo de determinar si las diferencias en el consumo de alimentos ecológicos entre hombres y mujeres proceden de sus estilos de vida, se realizaron una serie de encuestas en el área metropolitana de Madrid, en diciembre de 2006. Los resultados, obtenidos mediante análisis de ecuaciones estructurales, que se pueden considerar aceptables, tanto en el modelo de los hombres (χ2/df = 1,76 p < 0,01, CFI = 0,907) como en el de mujeres (χ2/df = 1,87 p < 0,01, CFI = 0,857), sugieren que las mujeres son más proactivas en el consumo de alimentos ecológicos, ya que mientras éstas están más motivadas por seguir una dieta sana, los hombres por las circunstancias sociales en las que se encuentran. Como conclusión, la estrategia comercial básica para incrementar el consumo de alimentos ecológicos en España pasa por realizar, tanto por las empresas como por la Administración, campañas de comunicación dirigidas fundamentalmente a las mujeres, claras impulsoras de la alimentación sana en el hogar.
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